The hunt for treasures, bargains and individuality in pre-loved luxury
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 30 May 2022
Issue publication date: 5 October 2022
Abstract
Purpose
This work aims to discuss the motivators for the consumption of pre-loved luxury items and verify how these motivators interact, leading consumers to engage in behaviors that blend the characteristics of different motivators: treasure hunting, bargain hunting and individuality seeking.
Design/methodology/approach
This is an exploratory dyadic qualitative research conducted using semi-structured in-depth interviews involving luxury brand store managers and loyal clients for pre-loved luxury products in Monaco.
Findings
Throughout the analysis, the authors found three types of behavior that incorporate different parts of motivators that have been considered as specific motivators for pre-loved luxury consumption: bargain hunting, an intersection of recreational and economic motivations, treasure hunting, a blend of nostalgic and recreational motivations, and individuality, a mix of need for uniqueness and fashion involvement motivation.
Practical implications
Identifying three types of behavior for the pre-loved luxury consumer helps practitioners craft marketing strategies for their brands and products in the pre-loved luxury market.
Social implications
The authors propose a theoretical framework that identifies intersections between the motivators for pre-loved luxury consumption, potentially identifying new types of consumer behavior in this market.
Originality/value
To the best of the authors' knowledge, this is the first work to discuss these three types of behavior in the pre-loved luxury market. The authors propose a theoretical framework that identifies intersections between the motivators for pre-loved luxury consumption, potentially identifying new types of consumer behavior in this market.
Keywords
Acknowledgements
The authors would like to thank CEGE – Research Centre in Management and Economics, funded by the Multiannual Funding Programme of R&D Centres of FCT – Fundação para a Ciência e a Tecnologia, under the project UIDB/00731/2020, to NECE – Research Unit in Business Sciences funded by the Multiannual Funding Programme of R&D Centres of FCT – Fundação para a Ciência e a Tecnologia, under the project UIDB/04630/2020, and to Centre for Research in Applied Communication, Culture, and New Technologies (CICANT) Research Centre.
Citation
Silva, S.C., Duarte, P., Sandes, F.S. and Almeida, C.A. (2022), "The hunt for treasures, bargains and individuality in pre-loved luxury", International Journal of Retail & Distribution Management, Vol. 50 No. 11, pp. 1321-1336. https://doi.org/10.1108/IJRDM-10-2021-0466
Publisher
:Emerald Publishing Limited
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